There could not have been a better place for this panel discussion: Galeria Kaufhof held this event not in its headquarters a short walk away but in its Cologne warehouse amidst the things that matter: products.

Discussion topic was “Universal Design” and accordingly “how attractive products for all generations can be”. A lively discussion took place that add times tried to define the empty term “Universal Design”. For Prof. Martin Topel, professor at the University of Wuppertal and owner of the design agency Squareone in Düsseldorf / Germany, the expression is just a rehashing of old ideas:

“In general the principles that lie behind the idea of Universal Design were already defined by Dieter Rams in his 10 design principles* years ago.”

It seems obvious that the subject grows in importance now as the baby-boomers with reliable spendings due to safe earnings and pensions from the golden times have a high potential in spending money in goods. So retailers get more and more attracted to the idea of “Universal Design”.

Galeria Kaufhof, one of Europe’s biggest warehouse companies, has a special focus on demographic shift: in May 2009 together with six other companies, Kaufhof signed the “Berlin Declaration” where they commit themselves to actively participate in framing a society that will decline and age in the next years. In presenting the exhibition “Universal Design – Designing Our Future” that is initiated by the International Design Center Berlin the retailer underlines its ambitions once again.

Claudia Reinery, member of the executive board, with high experience in discovering and fulfilling customer’s needs seemed to be open-minded for good ideas in the field of Universal Design. Probably the right contact person for experimental projects. More than that it is important that a company of the size of Galeria Kaufhof sends the right and particularly powerful signals to the manufacturers.

*Here’s again Dieter Rams’ 10 Design Principles:
Good design is innovative.
Good design makes a product useful.
Good design is aesthetic.
Good design makes a product understandable.
Good design is unobtrusive.
Good design is honest.
Good design is long-lasting.
Good design is thorough down to the last detail.
Good design is environmentally friendly.
Good design is as little design as possible.